Blending celebrity star power with sustainable fashion, hip-hop icon Nicki Minaj has become an equity owner of the UK-based vegan footwear brand LØCI. The partnership also marks the launch of Minaj's first limited-edition sneaker collection with the brand. Minaj expressed her enthusiasm for the venture, describing it as "an absolute dream come true."
The exclusive LØCI x Nicki Minaj collection features five distinct sneaker styles in eleven vibrant colorways, crafted from a blend of recycled textiles and bio-leather derived from non-food grade corn. Priced between $185 and $200, the collection offers a stylish and eco-friendly option for fashion-conscious consumers.
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As celebrity partnerships can greatly enhance a brand's visibility and reach, aligning with Minaj, who boasts a massive global fan base, LØCI aims to introduce its mission of sustainable fashion to a wider audience.
"I'm absolutely thrilled to join the LØCI family as an owner," Nicki expresses. "Their mission resonates with mine. Sneakers have undeniably played a transformative role in shaping my unique style, allowing me to boldly express my true self. I wanted to ensure that the culture I grew up with, one of never giving up, was mirrored in my collection. It’s more than just fashion; it’s a lifestyle. I’ll never put out a single pair that I don’t wear. My fans know that about me. It’ll always be 'Nicki Approved'."
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LØCI CEO, Emmanuel Eribo adds, “LØCI is all about working with people who believe in our mission and see the world in the way we do. Having Nicki Minaj place her faith in us as an owner and her determination to elevate our brand on a global scale is a testament to our shared vision of challenging conventions and making a meaningful impact."
As consumers become increasingly aware of the environmental impact of their fashion choices, brands that prioritize sustainability are gaining traction. Celebrities like Minaj serve as powerful influencers, shaping trends and consumer preferences. When a celebrity endorses or invests in a brand, it can surge brand awareness, credibility, and sales.
